Author: Oser Communications Group

A Guide to Understanding Trade Show Attendee Behavior

Written by Oser Communications Group on September 28, 2025. Posted in Trade Show.

Most cultures can interpret a smile and a nod to mean agreement, despite language barriers, because we share certain behaviors and habits. Take these universal attributes a step further!

Collective psychology can help you plan your trade show advertising and activities by analyzing trade show attendee behavior. Start recognizing who visits your booth, why they’re interested, and how they got there to build a customized trade show strategy.

To start, the following three principles can have a significant impact on visitor traffic.

The Path of Least Resistance

People prefer to travel from one place to another without being obstructed by anything. We’re less likely to put in the effort to get to a location the more difficult it is to get there.

Remember this for booth positioning. Avoid choosing spots near the back or out of the way in a trade show.

Instead, prioritize prime locations that are easy to get to. Consider spots near the entrance, intersections, or the booths of industry frontrunners. They may cost a bit more, but you can prepare for the expense with a detailed budgeting plan.

Judgement Is Normal

Though we don’t like to admit it, we judge people, places, and things by their appearance. Every trade show attendee who sees your booth does the same thing. Acknowledging this can help you create a display that catches their attention.

For example, consider color psychology. Various cultures associate colors with states of mind.

For example, you can use red to convey a sense of urgency, or blue to project a cooler, more laid-back image. Regardless, your pitch and booth should match the mood you set. Otherwise, attendees might walk away feeling cheated or put-off.

Dynamic Is Good. Noisy Is Not.

Our ancestors were in a tentative spot between prey and predator. Because of this, we have developed motion sensitivity; our eyes are naturally drawn to movement.

Even now, we still tend to watch digital advertisements and videos instead of reading because humans are hardwired for motion detection.

Positively integrate this knowledge into your trade show strategy. Many interactive trade show booths captivate visitors by striking a balance between color, motion, and pathways.

Studies have shown that games, prizes, and other experiential marketing boost attendee engagement. Some booths utilize visual effects to draw visitors’ attention to specific items or information.

Too much movement or excitement can muddy your message, though, so don’t go overboard. Otherwise, visitors may feel like you’re trying to distract them, like turning on random YouTube videos to occupy children.

Emphasize Advertising in Your Trade Show

Understanding trade show attendee behavior takes effort, but you will likely see a higher return on investment (ROI) as a result. Engaging trade show attendees in a positive and memorable way has its perks. Even one positive interaction can sow the seeds for future business opportunities and growth in the industry.

Oser Communications Group monitors various trends in the trade show arena and integrates that knowledge into our advertising strategies. We’re experts in improving booth showings and company development. Call (520) 721-1300 to step up your advertising game today.

Four Benefits of Using Augmented Reality at Trade Shows

Written by Oser Communications Group on September 28, 2025. Posted in Trade Show.

Trade shows have become more extravagant and detailed as technology develops. But making tech work for you is easier said than done. How can you use augmented reality in trade shows to get the most out of your booth?

Oser Communications Group publications provide top-quality marketing. We have over 60 years of experience watching various industrial giants and newcomers revolutionize themselves. Here are a few benefits we’ve seen from the effective use of AR in this area.

Augmented Reality: Defined

Augmented reality (AR) overlays manufactured sensory information, like visuals or audio, onto real life. Unlike virtual reality (VR), you don’t wear a headset and create a closed, purely digital environment. Instead, you can use apps, consoles, or projections to make something virtual look like it’s physically there.

You may have seen or used AR without realizing it, including:

“4D” amusement park rides
Holograms at music concerts
Using your phone camera to test how furniture would look in a room

Four Ways AR Can Boost Your Booth

Here are four benefits we’ve noticed from using AR in trade shows.

#1. Boost Interaction

If you have the option to just look at something or to interact with it, wouldn’t you choose the latter in most cases?

Interactive product demonstrations could allow someone to take a truck engine apart or compare plumbing materials as though they have them in hand. Using AR in this way fosters curiosity and a deeper interest.

#2. Increase Booth Time

People generally like using their senses. It’s a major way most people learn, so having something visually appealing can attract an inquisitive audience.

Immersive experiences are the bread and butter of AR in trade shows, encouraging people to spend more time at the booths they’re interested in. Virtual product visualization and interactive participation help boost trade show engagement by upping booth appeal.

#3. Lead Quality Enhancement

With more people spending longer periods at the booth, it would be foolish not to make your pitch. Taking a person-first approach, attendees will get a better idea of how your products or services can meet their needs. You can also build rapport while using AR to give better explanations of what you do or make.

After all, warm leads produce better results than cold calls.

#4. Reach More Visitors

The peak of the COVID-19 pandemic made trade shows go digital. VR, AR, and other digital media became, and still are, instrumental components of a trade booth because of digital customers.

With shifts in government rules, we can meet in person again. Even so, you can reach more eyes by developing and maintaining the tools you need for positive digital customer interactions.

Set Your Trade Show Up for Success

Using AR in trade shows is simply a smart thing to do. However, you can’t take advantage of the technology if you don’t know where to build your booth. Advertising and planning can make or break your progress, especially before virtual trade shows.

Let Oser Communications Group promote your trade show! Our editorial staff can fine-tune and present your products or services for success. Call us at (520) 721-1300 to get started today.

Five Trade Show Trends To Watch Out For in 2025

Written by Oser Communications Group on August 28, 2025. Posted in Trade Show.

As a leading source for trade show advertising, Oser Communications Group understands the trade show trends in 2025 that attendees want to see. Check out some of the features that are all the rage at industry gatherings this year.

1. Sustainable Booths

With more and more companies incorporating sustainable measures into their operations, it’s a no-brainer that trade shows are increasingly featuring eco-friendly booths. Adorn your setup with recyclable materials or opt for a modular design to reduce waste.

2. Interactive Displays

Attendee engagement is vital, and what better way to connect with your audience than with an interactive display? Prop a video wall next to your booth to broadcast personalized content, though remember that experiential marketing has its limits.

You can rely on the display to grab someone’s attention, but it’s ultimately a human connection that will lead them to choose your brand. As long as you use these trade show trends in 2025 and don’t lose sight of the power of one-on-one interactions, every event will be a success.

3. Immersive Technology

How can you help your brand stand out? Use cutting-edge technology to your advantage and take attendees on an immersive experience. Virtual and augmented reality components are becoming more common, and trade show vendors are seeing how effective they can be.

VR simulations provide an in-depth look at the unique products or services your brand offers, while AR technology has revolutionized digital content by adding a realistic overlay.

For example, say you operate a home remodeling company. Augmented reality devices could show 3D models of home designs that your team then brings to life. Take attendees through the renovation process with a virtual reality tour of a home undergoing a remodel.

4. Hybrid Events

Most trade shows are in-person gatherings. However, you can potentially miss out on business growth if you don’t explore the possibility of remote attendees. Hybrid events that cater to both groups are an excellent way to increase brand awareness.

These events require a bit more planning, but the hard work typically pays off. You’ll need to create both a physical booth for in-person guests and digital content that engages remote attendees. If you’re thinking of participating in a hybrid event, give yourself enough time to plan each component.

5. Local Flair

Are you participating in a trade show in a major city? Incorporate some of the local culture and sights into your display or presentation.

You’ll connect with attendees who appreciate everything the area has to offer. It can also help you stand out among other vendors lacking creative designs.

Prepare for Your Upcoming Event With Oser Communications Group

Are you ready to see these 2025 trade show trends in action? Take advantage of emerging technology and make your next appearance one that attendees won’t forget. Oser Communications Group is here to help you stand out from the crowd with our marketing expertise.